You can use Facebook split testing if you choose one of the following objectives for your campaign:
- Conversions
- App installs
- Lead generation
Split testing divides your audience into random, non-overlapping groups who are shown ad sets with identical creative. This randomization helps ensure the test does not introduce other factors that may skew the results of the group comparison. It also ensures each ad set is given an equal chance in the auction. Each ad set tested has one distinct difference, called a variable. Your variable can be one of three: audience, placements, or delivery optimizations. Facebook will duplicate your ads and only change the one variable you choose.
The performance of each ad set is measured in terms of the success metrics for your campaign objective and is then recorded and compared. The winning ad set is determined by comparing the cost per result of each ad set. The ad set with the lowest cost per result (Ex. cost per lead) is the winner.
At the end of the test, you’ll automatically receive an email and notification in Ads Manager section with details on how your test performed, including the winning ad set strategy. These insights can then fuel your ad strategy and help you design your next campaign. Audience Insights Reports Global, with some caveats. Audience Insights uses third-party data from sources like Acxiom, Datalogix, and Epsilon, so certain data like household and purchase information isn’t available for audiences outside of the US.
- Demographic information including trends about age and gender, relationship status, and job roles
- Information about where your audience is located and the languages they speak
- Purchase information (including online purchase behavior), which product categories they’re most likely to shop, and location data that may help you identify where to run special promotions or host events